A New Year Brings Exciting Opportunities
The AGA has many projects to look forward to in 2017. Starting with the Marketing Department, the biggest coming initiative is the neurological study that will be completed in the first two months of the New Year. This study will determine the new AGA advertising campaign that will launch in mid-2017. This neuromarketing study will target the unconscious desires of our target market and help the AGA determine if our ads are conveying the intended message. This study will be the first of its kind here at the AGA with a plan to work with the American Institute of Steel Construction (AISC) to get eight architects and eight engineers to participate in this study. The participants will be presented with a series of developed advertisements and the technology will then track their brain and eye movements to see which ads are the most effective attention grabbing. After the data of the neuromarketing study is evaluated, the AGA will conduct a focus group to futher explore the ads as well as other perceptions of HDG. After both sets of research are complete, the AGA will take the best performing ads and publish them in Construction Canada, Civil Engineering, and Architect magazines; as well as websites and e-newsletters throughout the year.
Throughout 2016, AGA has published six Galvanized Steel Studies YouTube videos. This series has experienced recent success and will be continued throughout 2017 starting with the projects submitted into this year's Excellence in Hot-Dip Galvanizing Awards Lifetime Achievement category. This series will continue throughout the year with other projects throughout North America. If any member has a project they think would be a great candidate for these videos, please contact AGA Digital Marketing Manager; Laura Hanson.
Due to the increased use of videos as marketing material, the AGA Marketing Department has teamed up with the Technical Department to put together a video series focused on touch-up and repair. Six videos are planned for the series which will include a general introduction video, videos regarding in plant and in field touch-up and repair, and finally videos specific to different types of touch-up and repair methods, including metallizing, zinc-rich paint, and zinc solders. These videos will add a new dimension to our YouTube offerings and build off the success of the Galvanized Steel Studies videos, which have helped spread the idea of galvanizing via new digital marketing initiatives. Keep an eye out for these videos coming mid 2017!
Finally, the AGA has an opportunity to show the process of constructing a project utilizing hot-dip galvanized steel. The Denver Zoo is creating, The Edge, an up-close experience that will allow visitors to interact and connect with the big cats . Hot-dip galvanized steel was chosen to protect this enclosure and the AGA has been given the opportunity to film and follow the project from fabrication all the way through construction. This new video will feature the process and any problems that arose and how they were overcome. The Edge is expected to open spring 2017. Be on the lookout for this exciting video!
Throughout 2016, the AGA has been working on an Environmental Product Declaration (EPD). The AGA has kept the hot-dip galvanizing industry “ahead of the curve” on sustainability, and this new EPD study continues that momentum. The AGA worked with thinkstep Inc., a world renowned LCA and EPD consultant, to produce the new study. The EPD is complete, verified, and complies with the new LEED v4 standards, which went into effect October 2016. The new EPD ands three transparency briefs which include a quick snap shot of the environmental impacts of producing each of the galvanized products are available for download.
Finally, the AGA will continue to pursue opportunities in the bridge market 2017. This includes continuing our involvement with the Short Span Steel Bridge Alliance (SSSBA), as Melissa Lindsley is serving as the SSSBA’s University Education Subcommittee Chairperson, and our involvment with the the rebar group, facilitated by Laura hanson. There should be some good synergies between the two programs that will benefit both AGA and SSSBA.
We are looking forward to all of the new and exciting opportunities that the AGA in 2017 and will keep everyone updated on all the AGA activities. We hope you had a great 2016, and we wish you a Happy New Year and a prosperous 2017!